Toyota Signs Two NFL Stars as National Partners and Shares Plans for Super Bowl LVIII

Autosphere » Dealerships » Toyota Signs Two NFL Stars as National Partners and Shares Plans for Super Bowl LVIII
Toyota official partner of Super Bowl LVIII. Photo Toyota

Brock Purdy and Eli Manning have been named as national partners of Toyota Motor North America (TMNA).

Both Purdy and Manning will appear in national content across digital and linear platforms and at experiences designed to engage fans and Toyota dealers.

Manning will appear in national programming and content for TMNA across linear and digital platforms and at fan experiences in Las Vegas. Manning powered the New York Giants to two Super Bowl championships (2008 and 2012). This deal expands Toyota’s existing, long-time relationship with Manning as he has served as a brand partner for the Greater New York Toyota Dealer Association since 2004.

Before the 2023 season, Purdy signed a deal to appear in Toyota’s regional advertising efforts across television and social media for the Northern California Toyota Dealers. This deal will advance Purdy’s partnership with Toyota to a national level. Purdy led all NFL players in fan votes for the 2024 Pro Bowl as he helped lead his team to the top seed in the NFC playoffs before guiding the 49ers to Super Bowl LVIII. The second-year quarterback drives a 2024 Toyota Sequoia SUV.

Return to Super Bowl air as advertiser

The brand will feature a 30-second commercial within the Super Bowl LVIII game broadcast on CBS. This marks Toyota’s return after not airing an ad in the 2023 game broadcast—the first occasion this had happened since 2017. A separate spot, entitled “Undisclosed,” produced by Conill, Toyota’s Hispanic agency of record, will run in the 4Q of the Univision broadcast.

Leading fan experience provider

The brand will serve as lead sponsor of “Super Bowl Experience presented by Toyota,” an immersive fan festival that will treat fans to the NFL’s football theme park from Wednesday, February 7 through Saturday, February 10. Toyota will also host its own fan game, “Toyota’s 4 Down Territory,” which challenges competitors to navigate past 58,000 footballs to gain a chance at a legendary prize that will unlock VIP access to next year’s Super Bowl [LIX in New Orleans].

Media Center content hub

Toyota will become a top content creator at the NFL’s Media Center, a fast-moving throughway that hosts 6,000 credentialed media during the week. Toyota’s custom-built studio will feature the all-new 2024 Tacoma as its trail-dominating power, legendary capability and captivating style arrives in dealerships this month.



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